Amazon has yet again come out on top in a customer satisfaction survey, proving that is remains the company to beat when it comes to ecommerce.

And as if to underline just how successful Amazon is at creating an excellent customer experience, it actually came joint first and second in the Foresee study thanks to its .com and domains.

It’s not all good news for the ecommerce giant however, as actually saw a two-point decline compared to last year, down from 86 to 84.

John Lewis came third in the study with 79, followed by Apple on 78 and M&S on 77. Unsurprisingly Ryanair came bottom of the pile with just 60 points.

Overall there was a one-point decline in the average satisfaction score from 74 to 73, which came after a consistent increase in satisfaction since 2007.

But customer satisfaction isn’t just a vanity metric, it has genuine business value. According to the findings, highly satisfied customers are:

  • 63% more likely to buy from the retailer online.
  • 51% more likely to purchase from them offline.
  • 70% more likely to recommend the retailer.
  • 52% more likely to return to the site.


One the elements that makes Amazon stand out above the competition when it comes to the customer experience is personalisation.

It’s likely that nobody will see the same Amazon homepage as the recommendations are tailored based on previous behaviour and purchase history. You can check it out for yourself if you visit Amazon using Chrome’s incognito setting and compare it to the page that you see normally.

The growing importance of delivering a personalised experience online is highlighted in an Econsultancy/Monetate survey in which 94% of businesses stated that personalisation ‘is critical to current and future success.’

Furthermore, the research found that for two-thirds (66%) of client-side respondents, both improved business performance and customer experience are the main drivers for personalising the website experience.

What is the main driver for personalising the website experience?

The Realities of Online Personalisation report is based on a survey of more than 1,100 digital and ecommerce professionals working for brands and agencies, carried out in February 2013.

Foresee’s report is based on more than 10,000 customer surveys collected in November and December, alongside analysis of each site using Foresee’s own technology.

Four of the criteria taken into account include merchandise, functionality, content and price.